Research On Children Audience’s Viewing Behavior Of Pleasant Goat And Big Big Wolf-the Second Experimental School In Jining As An Example

The domestic original cartoon "Pleasant Goat and Big Big Wolf" was produced by the company of Creative Power Entertaining in2005.It was very popular among the majority of children and even adult audience since the broadcast. Not only the positive characterPleasant Goat is loved by children, the villain Big Big Wolf has also been widely welcomed. The success of this cartoon has caused domestic concern of many researchers.However, with the cartoon aired, a number of serious news about the child audience has appeared. First appeared thenews "Two years old boy smashed TV to savePleasant",then"children imitate the story ofroasting goat andburn his partner". In2013CCTV News criticized "Pleasant Goat and Big Big Wolf" of using unsuitablelanguage and ordered rectification, some acts of violence may be imitated by minors. These events reflect the special nature of the children audience which determines the child has his own special needs and reception characteristics as an audience. It is essential to do researches among children audience and think about the development of cartoon.Therefore, this study takes children audience of "Pleasant Goat and Big Big Wolf" for example, and selects school students from fourth grade and seventh grade as research subjects.The data will be collected by using qualitative research methods. The study leads us to know:television is the mainlymedia for children to watch this cartoon; and the place is in the home; different grades have differentwatching time.Their understandingand mental performance were significantly different, high grade students’watching time is limited and short, their psychological experience of cartoon tend to be rational than the lower grades.The lower grades students have longer watching time and they are the main customer of derivative market. The fourth grade students tend to be easier to imitate and their judgment of right and wrong is unstable.By analyzing the factors affecting the viewing behavior of children audience, the main factorsinclude the media, family background, gender, grade, etc. Family background and grades tend to be more significant factors. Through the survey, the study also found that the problem of children audience, including the incomprehension of media, the lack of ability to judge the authenticity of the media, the imitationof cartoon violence.These reflect children’s loss of the contents of media literacy and the improper contents of cartoon. The study will also make recommendations and countermeasures.